New startup member, Luft Product Design, is a Sheffield-based design studio specialising in the design and prototyping of sporting goods and outdoor equipment. According to founder Theo Hunt, “great ideas shouldn’t stay as just ideas” and Luft is here to make product development more accessible, and bring brilliant ideas to life. In our recent interview, we spoke to Theo about the opportunity to kickstart his founder journey that “landed in his lap”, why he’s carving out a niche in the sports and outdoor markets, and the events and mentoring that are helping to accelerate Luft.

Founded in late 2023, Luft emerged from what Theo calls “a classic case of being in the right place at the right time.” After graduating from Sheffield Hallam University’s Product Design degree, Theo joined local company Hatch Product Design on a postgrad placement via Hallam’s “100 Hours for £1000” work experience scheme. That experience not only earned him a permanent role at the product design consultancy, but also introduced him to Sheffield Technology Parks and the Cooper Project, where Hatch was being incubated at the time.

When Hatch’s director, Max, decided to focus on a single client, he handed over the rest of his client base to Theo, effectively giving him the opportunity to launch his own company.

“The opportunity fell in my lap,” Theo recalls. “The fact that Max trusted me with his clients and his reputation was a real confidence boost, so when he asked, I said ‘Yes please!’”

Since then, Luft has developed into a specialist studio offering concept generation, CAD modelling, rapid prototyping and small-scale manufacturing, with a growing specialism in supporting innovation in sporting goods and outdoor gear.

Sheffield: a natural home for sports innovation

For Theo, being based in Sheffield has given him direction for his business, and a strategic advantage.

“I won a client in the climbing space and quickly realised that Sheffield – being so close to the Peak District – is a melting pot of creative people and sporting culture,” he explains. “It made sense to specialise in this industry and to be in this city.”

That connection to the sports and outdoor community has led to some unconventional design challenges. One client approached Theo with a problem in underwater hockey – a niche sport where equipment is hard to source and often imported in bulk from as far as Australia.

“My client said, ‘If the demand is in the UK, why can’t we make them here?’ So now we are!”

Bridging the gap between digital and physical

Theo has strong credentials in digital product design, working with CAD tools and digital workflows to bring products to life. But what sets Luft apart is his hands-on approach, as Theo explains,

“I do lots of prototyping and fabrication myself. If I can’t find a company that will deliver the correct solution for my clients, I’ll engineer and build it myself.”

This self-sufficiency is supported by a workshop full of tools and tech. “I have around 15 3D printers! All with slightly different purposes,” Theo notes.

Beyond the sports and outdoor industries, Luft also supports companies in other sectors, such as smart home technology and bespoke manufacturing. He is especially interested in helping tech companies navigate the transition from digital to physical products.

“People may have questions about how digital products can become physical, how that would work. Come and speak to me. I have knowledge of how to bridge that gap.”

Finding his feet in Sheffield’s startup ecosystem

Theo’s journey as a founder has been shaped by Sheffield’s tech community – from his introduction to Hatch Product Design, to the support he found through the Cooper Project and Sheffield Digital.

“At the start, whilst I knew design – it’s what I studied – I didn’t know business, finance or marketing. Being part of the Cooper Project meant we all learnt together,” he says, adding: “It was a great six months, going to the Thursday standups, chatting through the small things and the larger issues that came up, it was really nice.”

Sheffield Digital is also playing a key role in Luft’s development. Theo joined to access mentoring and has found it invaluable for setting goals and staying accountable.

“The business can be quite sporadic and messy, I can be working on something different every day. My mentor has helped me develop a schedule, make appointments, and speak to companies, which isn’t my comfort zone. I could easily miss that bit out if left to my own devices – but he’s checking in to make sure I do it.”

Networking events have also led to direct opportunities, including an impromptu conversation with someone from the games industry that sparked a new product idea within 20 minutes.

Speaking to fellow founders, Theo says: “Being a solo founder can sometimes feel isolating, but Sheffield has loads of support groups, networking events, and social opportunities to tap into. I find the idea of walking into a room full of strangers daunting – but every time I push myself to attend an event, I come away feeling energised and encouraged. Take advantage of as many opportunities as you can; you never know what connections or insights you might gain.”

There are gaps in support though, Theo believes, explaining:

“One area that could be improved is the transition between completing an incubator programme like the Cooper Project and operating independently. A group for businesses in the post-incubator stage, offering a structured environment or regular accountability meetings, could help bridge this gap.”

Looking ahead

Theo has bold and ambitious plans for his company: “My vision for Luft is to become the go-to sporting goods design company in Sheffield, if not the rest of the UK. Why not? If Nike wants a line of tennis balls, I’d like them to think, ‘We know who to go to: Luft.’”

We’re delighted to have Theo join our community and can’t wait to see the cool stuff Luft Design will put its name to! You can find out more about the company on the website: luftproductdesign.co.uk